Public screenings will be a popular feature across the country, creating great shared viewing experiences as people gather to watch, celebrate and commiserate, in addition to generating increased footfall that benefits local commerce. With no shortage of nationally important sporting and cultural occasions to broadcast this summer, ADI have worked with a range of organisations, councils and companies to provide tailored, cost effective screen solutions that take into account the characteristics of different venues, their programmes of activities and their expected audience sizes.
Grey’s Monument, Newcastle upon Tyne
ADI installed the first temporary summer screen in Newcastle city centre at the end of May, in a bustling pedestrianised area by the famous Earl Grey’s Monument, close to one of the city’s main metro stations and surrounded by retailers and eateries.
Thousands of commuters, shoppers and students have taken advantage of the ‘Monument Live’ screenings, with large crowds gathering to watch Euro 2012 and Wimbledon on the 25 m² modular screen, as well as free movie nights on most evenings. Local businesses are benefitting from the large numbers of people the screen has helped draw to the area, with the open air atmosphere and free seating by the Monument enticing them to stay in the city centre and enjoy the packed programme of major summer events. The screen will stay in place until the 17th September so spectators can not only watch the Olympic and Paralympic games, but also enjoy the Great North Run, which has huge importance to the people of Newcastle.
Lyric Square, Hammersmith
A semi-permanent ADI screen has returned to Lyric Square for the 3rd successive year, as part of HammersmithsLondon’s ‘I Love Hammersmith 2012 Summer Festival’, where it will again be the key element in creating an ‘urban beach’ that resembles a gigantic open air living room, drawing thousands of town centre workers and residents over the course of the Festival. Although in its 5th year, the 2012 event offering is bigger and better than before, perhaps due to the sheer amount of sporting occasions broadcast, with live coverage of Wimbledon, The Open and the London Olympics. This is in addition to live streaming from the Royal Opera House and extensive film nights, which can be enjoyed from the comfort of free deck chairs which are provided in the Square. HammersmithLondon’s Big Screen will also be incorporated into live events that cross a wide variety of tastes and interests, including music, dance, theatre performances and fitness demos.
Housed in its own branded ‘pod’, the 15 m² screen sees the busy public space of Lyric Square transformed into an even more vibrant and inviting hub that attracts and entertains the local community and commuters, all the while making a positive impact on surrounding businesses. ADI installed the first temporary screen for HammersmithLondon BID in the summer of 2010 as part of a wider initiative by the national Business Improvement District scheme, which saw local retailers actively involved in a programme that aimed to regenerate and aid local high-streets in challenging times.
ADI Screens across the UK
ADI will provide a mixture of mobile and modular screens – all created using their own high specification LED product – at additional locations across the UK, some of which will just show the Olympic Opening Ceremony or specific events, while others will stay in situ for the full duration of the London Games.
In the host city of London there will be screens at many public venues: Newham will have 25 m² modular displays at Central Park and Stratford Park, while a 36 m² screen will be located at Hackney’s Haggerston Park and Blackheath Common. ADI will also provide a bespoke solution for the luxury shopping and dining destination, ‘The Royal Exchange’ in the City, with a 4m² LED indoor screen flown above its central atrium.
Outside of London smaller screens will be positioned at Preston’s Flag Market, which will have a 15m² screen in a ‘pod’, while Blenheim Palace’s Pleasure Gardens will receive a 15m² modular display, and Birmingham’s Mailbox Shopping Centre will boast a double-sided version.
ADI’s famous mobile iCONIC screens – with their 16:9 widescreens – will also be deployed to locations around the UK, with an iCONIC 25 positioned at the Old Royal Naval College at Greenwich and two large iCONIC 60s will adorn Weymouth’s seafront, in anticipation of the large crowds expected due to Olympic sailing events taking place locally.
Some of ADI’s permanent LED displays are also expected to draw significant crowds during the Games, which can be found at public spaces including Belfast’s Donegall Square, Coventry’s Millennium Square and Manchester’s Spinningfields.
Many venues will use the screen as a central focal point for sporting themed events and wider programmes of entertainment, such as the ‘I Love Hammersmith 2012 Summer Festival’ and ‘The Lewisham Big Screen’ at Blackheath Common – which will see sport workshops, street theatre, live music and a tea dance in a Spiegel tent take place between the 27th July and the 12th August, all beside the large ADI screen.
Nick Robinson, Head of Screen Rentals, commented, “We have seen a substantial demand for semi-permanent screens due to the sheer amount of nationally important events being broadcast this summer, with the London Olympics a particular highlight.” He added, “Local councils and organisations are aiming to bring communities together in celebration of this summer’s most anticipated events, in addition to attracting people to city centres and high streets in order to give a much needed boost to local economies.”
ADI are one of Europe’s leading names in LED screen installation and rental. Having installed the first LED screens in UK football 1997, they have gone on to dominate the stadium market, whilst also providing similar services to retail and leisure markets. ADI offer a full service solution, encompassing manufacture of their own Virtuality LED screens and digiSIGN digital signage, as well as installation, programming, production, on-going operation and maintenance.
In the rental market, ADI provide large screen and production to some of the world’s leading events, including The Diamond Jubilee Concert, The Diamond Jubilee Pageant, The London Marathon, The Royal Wedding and Royal Ascot; for global brands, including T-Mobile, Nike and Mazda; and for hundreds of smaller events each year. Famed for their mobile LED screens, ADI’s iCONIC family is not only the world’s largest fleet of mobile LED screens, but also the widest, offering screens from 12 to 100m² (the world’s largest).
ADI continues to expand outside of Europe, including installations at two venues for the 2010 FIFA World Cup South Africa.
Please visit www.adi.tv for further details.
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gemma.edmondson [at] adi.tv
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